First, since it's making money, there must be a lot of people flocking to it. The reason why there are not many young people to join, just because most people's concepts have not yet changed, or information asymmetry leads to the vast majority of people do not know that the old catering to make money. In the fierce competition in the market, some old-fashioned products, over the years the market has always been limited to the local, and even local consumers are getting less and less. Why will be in such a dilemma, found that there are multiple factors.
Second, innovation "baggage" is too heavy. The old enterprises generally have their own main products, and products and brand depth bundled, mutual achievement. However, born in the era of agricultural handicrafts, material scarcity of products how to adapt to the new consumer environment, is the old enterprises must answer the question. Taking food products of old brands as an example, classic products are often high in oil and sugar, and it is increasingly difficult to adapt to the tastes of young people. In the development of new products, faced with the "authentic or not" of the ideological burden, worried about losing old customers, but also can not win the young people, both ends do not fall good.
Third, the market development "no ambition". Some of the old enterprises are used to the "famous", but do not pay attention to "branching out". The reporter interviewed an old famous at home and abroad, Europe and the United States dignitaries to taste the store are full of praise. Inside the store, hung with celebrities from various countries to store photos. Some overseas Chinese will also place orders from overseas during traditional festivals such as the Spring Festival. However, over the years, companies have rarely taken the initiative to go out and develop overseas markets.
Fourth, the business mechanism "lack of flexibility". Old enterprises are generally divided into listed companies, state-owned enterprises, private enterprises. The person in charge of a number of old brands said bluntly that some state-owned enterprises in the development and innovation of conservative, while private enterprises face some practical difficulties in business, also led to the old brand is difficult to forge ahead, unable to better attract young people to inheritance and development.
With the development of the Internet, Quanjude is also trying to introduce external capital, online takeout, mergers and acquisitions, to achieve the purpose of transformation, but are not satisfactory, thus knowing the old brand attraction to consumers and then gradually reduced.
The catering industry has been growing year after year, while the old brands are gradually losing the market, what they are doing wrong?
1, catering companies fall behind, most of the reasons are because they can not keep up with the needs of consumers
With the increasing growth of young consumers, into a new generation of consumer main force, a new round of brand rejuvenation, is the old brand facing the biggest problem.
Previously, the global market consulting firm released the "10 Global Consumer Trends in 2019", which shows that today's consumers will be more "self-centered" in their purchases, they will be more trusting of their own choices and judgments, and are eager to get more personalized products and services.
This shows that responding to the times, respecting consumers and respecting the market is a business choice for caterers. For the old brand, brand rejuvenation, in the brand to inject fresh vitality, as a result of young consumers to find **** Ming, and the formation of a wider radiation effect.
So whether it is from the image, product, atmosphere, the old restaurant need to put down the fixed thinking of waiting for customers to come to the door, to expand the diversity of the consumer population, to cultivate the future potential fans.
2, the products are concentrated and similar, so that consumers appear "breakfast store" "New Year's Eve Street" impression, limiting the development of the brand
Restaurant if you want to make consumers willing to do free publicity for the brand, you must be To create a mouth and mouth, aftertaste of the "pop", because the "pop" is to create a brand reputation of the weapon.
To create a "pop", but also for the product additional information value, such as beauty, taste, story, or symbols implanted, as much as possible for the product to increase the value of the information outside the function.
Like Pepsi is a symbol of youthful vitality, Wanglaoji is a cultural symbol of the rise of China, to create their own brand image, reputation.
The old name is gradually losing the market, and a new generation of themed fast food is gradually taking over the market, and what are their advantages?
1, unique product flavors, spicy set pile is a spicy, spicy, sauce spicy, sweet and spicy, sour and spicy 5 series of taste products, in addition to a variety of marinated flavors, like chicken claws, duck necks and so on.
2, ordinary common ingredients, ingredients are the basic raw materials of a restaurant, if you use uncommon ingredients, consumer acceptance or not is still an unknown, with common consumer acceptance is faster.
3, brand personality, the so-called brand personality is the theme of the restaurant, spicy set of stacks of fast-food restaurants as the "King of Thieves" restaurant, has its own character image, brand story.
Because this is a lot of
People remember the flavor, and will repeat the purchase." It's a phrase she's taken to heart.
Until now, Sullivan has always been unbeatable before, whether in terms of production process, product quality, or sales channels, allowing its users to have a very high rate of repurchase, and all of them are predominantly repeat customers.
While the 2020 epidemic dealt a huge blow to brick-and-mortar stores, Sullivan still opened four new stores in 2020, and this year, added two new stores, and according to Yan Xiao-Jing, its stores are all doing well.
But the market is constantly changing, and only by capturing the hearts of young people can we gain a foothold in the future. This is the reason as a post-80s Yan Xiaojing actually understand, the young man in the stable loyal customers on the basis of the store began to reorganize.
The 80-year-old "revitalization" of the old
"There are many aspects of the transformation of the old must be adjusted." said Yan. Yan Xiaojing said, "so we chose to start from the product development, packaging remake, promotion channels to start the three aspects of improvement and enhancement, and repositioning and upgrading of stores."
While eliminating old products and developing new ones to keep the flavors in their memories, they are creating new flavors that young people love. "The disadvantage of our Chinese pastries is that they are high in sugar and oil, and young people nowadays attach great importance to "health" and don't like to eat too sweet pastries." Talking about the gulf between traditional pastries and young people, Yan Xiaojing bluntly, "so we have begun to make product adjustments, eliminating those unrepresentative, relatively small sales volume of old products, and use the cost to create new flavors that young people like, such as custard puffs, snowflake puffs, meat fluffy rolls, etc.."
This is the first time that a Chinese pastry has been sold in the United States, and it is the first time that a Chinese pastry has been sold in the United States.